Four steps you can take to put your media quality data to work and grow your business.
Fraud can cost advertisers billions of their digital ad spend annually, and as such the online advertising industry is on a mission to uncover fraudulent activity. However, both buy and sell sides of the industry are benefitting from the new technologies that make it easier for fraudsters to hide.
The Integral Ad Science Q3 2015 UK Media Quality Report highlights the current state of media quality in online advertising, presenting an analysis of trends in viewability, online brand safety risk and ad fraud.
Discrepancies around viewability measurement are holding back discussions on media quality.
You've increased your viewability rates by applying pre-bid targeting for viewability and by blocking ad fraud. Congrats! Your digital ad spend will already be more effective. However, even a campaign with excellent viewability can be compromised by problems, such as unsavory images, cluttered ad slots, and unprofessional content. To run the most effective campaigns, advertisers need to think beyond viewability and address these issues as well.
The misalignment of interests between publishers and marketers, calling out issues with fraud detection, hover rates, and discrepancies with viewability.
Harmon Lyons, VP of Business Development, clarifies common misunderstandings surrounding viewability and expands on what the advertisers needs to look out for when optimizing on viewable impressions.